Cinema Maluku
Cinema De Vlugt | 2025 | Campaign Lead | Concept, Creative Direction Copywriting, Marketing & PR Strategy |
Production: Film & Photography Production - Content Management - Project Management
For Cinema Maluku, I led the concept development, programming, and full communications strategy of a film festival centered on the shared history and identity of the Moluccan community in the Netherlands.
From campaign concept to execution, I crafted accessible storytelling formats, coordinated video and photo content, and led a social media approach where the voices of the Moluccan community could be heard. .
I developed the campaign theme, managed press outreach that was pick-up by media like Omroep Zwart, and built a social media strategy that translated cultural heritage into contemporary dialogue.
Strategy
For Cinema Maluku, I created a storytelling series featuring Moluccan key figures in film. Well known Moluccan actors, directors, editors and videographers, shared their personal stories, split into two themes:
1. What does Moluccan mean for me... (Moluks zijn)
and 2. My inherited heritage (Pusaka).
Through intimate video and photo portraits, we brought personal narratives to the forefront and connected them to broader conversations about belonging, resilience, community and the desire to discover all the layers of the Moluccan identity at the festival.
The campaign lived on social media Instagram and TikTok, bridging lived experience with cultural memory in a way that deepened audience engagement.
